THE BRAND THATDRIVES PURPOSE.
Australia's Largest Ever Social & Environmental Impact Experiment is launching nationally. 10 million Australians. $500M+ in annual prizes. One Official Automotive Partner. Toyota's hybrid lineup — and the values behind it — are built for exactly this.
10M+
Australian participants
$500M+
Annual prize pool
1/wk
Toyota given away, every week
150+
Brand moments per engaged player/year
What are
The 10c Recycling Games?
Australia's Largest Ever Social & Environmental Impact Experiment — called Return for a Cause — is a national program that gamifies 10c beverage container recycling at a scale never attempted anywhere in the world, with returns building the $500M+ prize pool that drives behaviour, 10c at a time.
Every eligible drink container Australians already buy and consume becomes a game piece. Return it, enter the draw, support a cause. The system turns a behaviour most Australians already do — or want to do — into something genuinely exciting and rewarding.
The Environmental Layer
Australia's Container Deposit Schemes are underperforming. Return rates across most states sit between 40–65% — far below the 85% national target. Billions of containers go unrecycled every year because there's no compelling reason to act.
The 10c Recycling Games applies the most powerful behavioural change tool known — gamified financial incentives with social proof — to close that gap. The result is a measurable, verifiable increase in recycling at national scale.
The Social Layer — Return for a Cause
Return for a Cause is the charitable engine embedded within the Games. Players don't just play to win — they play to give. A portion of every return goes to community causes the player nominates: local schools, hospitals, sporting clubs, medical research.
This dual-impact model — environmental and social — is what makes the Games unlike any activation in Australian history. It's not a campaign. It's a movement with a permanent funding mechanism.
How it works — in four steps
01
Australians collect & return
Players collect eligible drink containers — bottles, cans, cartons — and return them through the national Container Deposit Scheme network. Each container earns a 10c refund.
02
Their refunds enter the prize pool
Instead of pocketing the 10c, players opt in to pool their refunds. The more they return, the more entries they accumulate — and the bigger the weekly prize pool grows.
03
A portion goes to charity
Returning a container already keeps it out of litter and landfill — that is the environmental cause. On top of that, a percentage of every return funds a social or environmental cause nominated by the player. The act of returning is the cause.
04
Winners are drawn weekly
Every week, a Toyota Tundra — plus additional hybrid Toyotas — is given away to a participant. The prize is funded entirely by the Games, not the partner. The excitement repeats, every single week, all year.
12B+
Eligible containers sold in Australia annually
$1.2B+
Total refund value available each year
10M+
Target participant base at national scale
Australia's experiment.
Not just recycling. Giving.
Return for a Cause is Australia's Largest Ever Social & Environmental Impact Experiment — a national program where every 10c beverage container returned keeps containers out of litter and landfill, builds a $500M+ prize pool, and directs a percentage of returns to social and environmental causes chosen by players. The cause is the environment. The cause is the community. They are the same thing.
$200M+
Directed to causes annually
At national scale, Return for a Cause is projected to channel over $200 million per year to social and environmental causes — schools, hospitals, sporting clubs, wildlife programs, community organisations — all funded by participation, not donations.
Self-funding
No fundraising. No bucket rattling.
The funding mechanism is built into the act of returning containers. Every eligible drink container already purchased and consumed becomes the source. Participation is the donation. The system funds itself permanently.
National
Every community. Every state.
Causes are nominated by the players themselves — meaning funding flows to where Australians actually live, work, and care. Local schools. Regional hospitals. Suburban sporting clubs. The impact is hyper-local at national scale.
The causes players can support
Medical & Health Research
Players direct funds toward health research causes that matter to them and their families
Education & Schools
Community-chosen funding flows directly to local schools and educational programs
Grassroots Sport
Clubs and local sporting communities nominated by the players who love them
Social Welfare
Causes addressing community wellbeing, mental health, and family support
Environmental Conservation
Habitat, wildlife, and ecosystem causes chosen by environmentally motivated players
Community & Culture
Indigenous programs, aged care, and local community organisations across every state
What this means for Toyota
Toyota's "Good for Footy" program has raised over $5.7M for grassroots clubs since 2008. Return for a Cause will do that every few days.
Toyota has understood for decades that community trust — earned through genuine investment, not advertising — is the most durable commercial asset a brand can hold. "Good for Footy" is proof of that philosophy. But it operates at the scale of a program. Return for a Cause operates at the scale of a nation.
As a founding partner, Toyota doesn't fund the causes — the participants do. What Toyota does is put its name on the platform that makes it possible. That's a fundamentally different proposition to a sponsorship or a campaign. It's an institutional alignment with Australia's largest ever community impact movement — one that delivers measurable, verifiable CSR and ESG outcomes at a scale no corporate giving program has ever reached.
CSR
Community Impact at Scale
A founding partner's name is embedded in $200M+ of annual community funding — schools, hospitals, environmental causes — in every state, every year, permanently.
ESG
Verified Environmental Outcomes
Every container returned is a measurable reduction in litter and landfill waste. The Games produces auditable, verifiable environmental data at national scale — exactly what ESG reporting demands.
Brand
The Most Trusted Name in the Movement
No other vehicle manufacturer has ever aligned itself with a national community impact platform at this scale. Toyota's partnership with Return for a Cause is a signal — to millions of Australians — that Toyota stands for something beyond the vehicle.
Partnership in Practice
Beyond the badge.
Driving impact at every level.
This isn't a logo on a jersey. Toyota's involvement is active, visible, and embedded in the day-to-day mechanics of the most ambitious environmental and social initiative Australia has ever attempted. Here's exactly what that looks like in practice.
Dealerships as Community Hubs
Toyota dealerships — including Joe's at Kalamunda and New Town — become natural activation points for the Games. In-showroom return drives, community events, and cause-nomination stations transform the dealership from a sales floor into a community institution. Families, tradies, retirees, and young Australians all walk through the same door — and every one of them leaves having experienced Toyota as a brand that gives back.
Co-Branded National Campaigns
Every national media campaign for the 10c Recycling Games carries Toyota's name. Press, broadcast, digital, out-of-home — the initiative will generate sustained earned media at national scale. Toyota doesn't buy the coverage. Toyota earns it by being the partner that made it possible.
Digital Integration & App Presence
The Games platform features weekly prize draws, leaderboards, and cause-tracking tools. Toyota's branding is embedded at every player touchpoint — the moment a participant checks their entries, they see the vehicle they're competing to win.
Team & Employee Participation
Toyota Australia's national workforce — and Joe's dealership teams — can participate as players and champions of the cause. Internal engagement programs, staff leaderboards, and team causes create authentic brand alignment from the inside out.
Regional & Grassroots Reach
The Games activate in communities that traditional advertising rarely reaches cost-effectively. Regional expos, agricultural shows, sporting carnivals — anywhere Australians gather becomes a touchpoint. And in every one of those communities, a Toyota is parked front and centre.
Cause Alignment & Announcements
When communities receive funding from Return for a Cause, Toyota's name is part of that story. Local press, community announcements, social media — every cause payout becomes a brand moment. Not manufactured goodwill. Genuine, community-earned trust.
The Dealer Network Advantage
Joe's dealerships are not just the starting point — they are the proof of concept.
Kalamunda Toyota and New Town Toyota each sit in communities with strong recycling infrastructure, high CDS participation, and loyal local customer bases. As the first Toyota dealerships to champion the 10c Recycling Games, they become the template for national dealer network rollout — proving that a Toyota dealership embedded in a community impact initiative is commercially and reputationally transformative.
2
Dealerships leading nationally
First movers in what becomes the national dealer activation model
Local
Causes nominated by local players
Schools, clubs, and causes in Kalamunda and New Town communities benefit directly
Year-round
Community presence
Not a campaign. A permanent, active role in the communities Joe has served for 40 years
The Opportunity
The ultimate partnership for good.
Australia's Largest Ever Social & Environmental Impact Experiment doesn't sell ad space. It offers Toyota a permanent seat at the centre of the nation's defining environmental and social movement — reaching every demographic Toyota serves, across every vehicle in Toyota's lineup, for the life of the initiative.
Toyota Vehicles Given Away Every Week
The 10c Recycling Games gives away Toyota vehicles every single week — spanning the full lineup, from hybrid SUVs to family sedans to working utes — all funded entirely by the Games. With fuel costs front of mind for every Australian, a Toyota is the most relevant and aspirational prize imaginable, whatever the recipient's lifestyle.
Toyota at Every Activation & Event
Toyota is the Official Automotive Partner of the 10c Recycling Games — present at every public event, community activation, and media appearance. The full brand, not a single model, is what Australians associate with the movement.
A Demographic Spectrum, Not a Niche
The participant base spans families, young Australians, retirees, regional communities, tradies, and sustainability-motivated city dwellers. Toyota's lineup serves every one of them. The partnership isn't built around one buyer persona — it's built around the breadth of Toyota's actual market.
National Media Presence
Australia's largest impact experiment will generate sustained national media coverage across broadcast, print, digital, and social. Toyota — the brand — is embedded in every story, every press release, every prize announcement, organically and permanently.
Environmental Credibility Across the Lineup
Toyota's hybrid and electrified vehicle range makes it the most credible automotive partner for a national recycling initiative. From the Corolla Cross to the RAV4 to the Land Cruiser — the entire lineup benefits from association with Australia's greenest movement.
Sole Automotive Category — Locked In
One automotive brand. Locked in. Competitors permanently excluded. Toyota owns this space for the life of the initiative — not as a campaign placement, but as the founding institutional automotive partner of Australia's defining community and environmental movement.
The Audience
The people who play
are already choosing hybrid.
Participants are cost-conscious, environmentally motivated Australians who are actively making smarter choices — about what they consume, what they drive, and what they stand for. Toyota's hybrid lineup is the natural next step for this audience. The partnership doesn't manufacture that alignment. It meets it where it already exists.
Every touchpoint is opt-in and emotionally charged. When a player checks if they've won a Toyota, they are actively thinking about owning one. No media buy in the world delivers that kind of attention.
10M+
Target participant base
The scale of the national initiative
25–55
Broad age range
Toyota buyers at every life stage
150+
Brand moments per engaged player/year
~3 opt-in, emotionally charged touchpoints every week
Tradies & Contractors
High-volume participants who collect at job sites and return regularly. Many are in the market for a HiLux or LandCruiser. Repeated, opt-in brand exposure to buyers actively considering a Toyota worksite vehicle is something no ad campaign can replicate.
Families & Everyday Australians
Suburban households, weekend families, and city dwellers form the largest share of the participant base. These are the people choosing a RAV4, Corolla Cross, or Camry — Toyota's highest-volume sellers.
Regional Australia
The Games extend well beyond capital cities. Regional and rural participants index high — and these are the communities where Toyota's presence, service network, and reputation matter most. HiLux and LandCruiser country.
Sustainability-Motivated Australians
A growing and commercially significant cohort participates because they care about environmental outcomes. Toyota's hybrid lineup — from the Corolla to the RAV4 to the Kluger — gives this group a reason to choose Toyota that no campaign spend can manufacture.
The Vehicle
The Official Vehicle
of the 10c Recycling Games.
The Official Vehicle of the Games.
One Toyota given away every single week — the official vehicle of Australia's Largest Ever Social & Environmental Impact Experiment, present at every event, every activation, every community moment nationwide.
Official vehicle of Australia's Largest Ever Social & Environmental Impact Experiment
Hybrid powertrain — environmentally credible alignment with Australia's largest recycling initiative
Present at every Games activation, event, and community return nationwide
Given away every week of the year — entirely funded by the Games, not Toyota
Brand Alignment
Toyota was built for this.
This was built for Toyota.
Toyota doesn't do half-measures. Neither do we. This is an institutional alignment between Australia's most trusted automotive brand and Australia's most ambitious social and environmental initiative.
Regional DNA
Toyota's heartland is regional Australia — tradies, families, farmers, and coastal communities. The Games reach exactly those people. Not by design. Because they're the ones who show up.
Community Trust
Toyota has earned its place as Australia's most trusted automotive brand not through advertising alone, but through decades of genuine community presence. The Games operate on the same principle. Trust built through action, not claims.
Toyota Vehicles as Weekly Prizes
A Toyota is given away every week of the year — Tundra, Corolla, Camry, HiLux, RAV4, all hybrid — all funded entirely by the Games, not Toyota. Week after week, Australians are competing for a Toyota. That is sustained, opt-in brand engagement at a scale no media buy delivers.
Hybrid Credibility at National Scale
Toyota's hybrid lineup is central to its sustainability commitments. Partnering with Australia's largest environmental initiative — one that produces auditable, verifiable recycling outcomes — gives those commitments real-world proof, not just marketing language.
The 10c Recycling Games vs. Traditional Automotive Advertising
Broad demographic targeting with significant wastage
Participants span every demographic Toyota serves — families choosing a RAV4, tradies in the market for a HiLux, retirees considering a Kluger, young Australians buying their first Corolla. Every vehicle in the lineup has a buyer in this audience.
30-second TVC, quickly forgotten
Toyota vehicles given away weekly — embedded in every touchpoint for the life of the initiative
Sustainability claims that consumers are increasingly sceptical of
Partnership with Australia's largest recycling movement — measurable, verifiable environmental impact
Same media channels as every other automotive brand
Sole automotive partner — competitors permanently locked out of this audience
Campaign window: 4–12 weeks
Institutional partnership — permanent, for the life of the national initiative
Post-campaign survey, modelled attribution
Live consumer behaviour data from 10M participants — purchase intent, frequency, lifestyle
A Message to Joe
What's in this
for Joe Zito?
Joe Zito spent his childhood on a farm in Kirup, learning from a father who understood that a vehicle isn't just transport — it's livelihood. That same philosophy has guided 40 years at the helm of two of Perth's most trusted Toyota dealerships.
Joe has always done things that matter. The Walk for Women's Cancer. The Perth Football Club. The Kalamunda community token fundraiser. The MACA Cancer 200. These aren't marketing decisions — they're the decisions of someone who builds things to last and gives back because it's the right thing to do.
The 10c Recycling Games is, in many ways, built on the same values Joe has operated by his entire career. Community. Reliability. Doing the hard thing because it matters. We're not asking Joe to sponsor something. We're inviting him to co-create something historic.
Toyota President's Award — Elevated
Kalamunda Toyota has already won the Toyota President's Award — the highest recognition Toyota gives a dealership in Australia. Becoming the dealer that brought Toyota into Australia's Largest Ever Social & Environmental Impact Experiment is the kind of legacy move that defines a career, not just a financial year.
Community Embedded — Not Just Sponsored
Joe has spent 40 years building genuine community trust in Perth's Hills communities and beyond. The 10c Recycling Games and Return for a Cause operate on exactly the same model — embedded in communities, supporting local schools, charities, and sporting clubs. This isn't a logo on a jersey. It's alignment of values.
Return for a Cause — A Personal Connection
Joe's passion for cancer research is well documented — his multi-year title sponsorship of the Walk for Women's Cancer and his long association with the Harry Perkins Institute reflect something deeply personal. Return for a Cause can direct funds to medical research charities — including cancer research — chosen by players across Australia. This program can carry causes Joe already champions.
Real Business Upside for Both Dealerships
10 million engaged Australians, skewed toward families, tradies, regional communities, and outdoor enthusiasts — the exact buyer profile for New Town Toyota and Kalamunda Toyota. Weekly exposure of the Tundra as a prize vehicle drives dealership traffic, brand recall, and qualified enquiry. This is not charity. It's smart commercial positioning.
First Mover — Gateway to Toyota Australia
Joe's four decades of relationship capital with Toyota Motor Corporation Australia is the bridge this partnership needs. A dealer of his standing endorsing and championing this program is the fastest path to a national Toyota Australia partnership. Joe doesn't just benefit — he becomes the person who made this happen.
The Legacy Partnership
Joe has built something lasting — two dealerships, a community, a reputation. The 10c Recycling Games is also built to last. Not a campaign, not a season — a permanent institution. The partnership Joe establishes today will be talked about for decades, and the community impact will outlast any car sold.
Why Toyota Australia Will Say Yes
The 10c Recycling Games meets every criterion in Toyota Australia's Commercial Sponsorship Guidelines.
Total automotive exclusivity
One partner. One brand. Competitors permanently locked out.
Consistent with Toyota brand strategy
Environmental credibility, community engagement, and hybrid vehicle prominence — all core to Toyota's 2024 Sustainability Report commitments.
Defined performance indicators
Weekly prize exposure metrics, media impressions, return rate data, participant demographics — all measurable and reportable.
Community and environmental alignment
Australia's Largest Ever Social & Environmental Impact Experiment. The environmental credentials are the proposition, not an afterthought.
Measurable Returns
Impact beyond marketing.
Verifiable returns. Strategic advantage.
The 10c Recycling Games delivers more than visibility. It delivers auditable proof — of environmental impact, community investment, and consumer engagement — that no media campaign can produce and no ESG report can fake.
150+ Brand Moments Per Player Per Year
Every time a participant checks results, nominates a cause, or receives a weekly draw update, Toyota is present. At 10 million participants, that's over 1.5 billion opt-in, emotionally charged brand impressions annually — from people actively competing to win a Toyota.
Auditable Recycling Uplift
The Games tracks every container returned by every participant. Toyota's partnership directly contributes to a measurable, verifiable national recycling uplift — the kind of environmental data that anchors Scope 3 sustainability reporting and satisfies investor ESG scrutiny.
Consumer Behavioural Intelligence
10 million engaged participants voluntarily sharing purchase patterns, consumption data, location, and cause preferences. This is the richest zero-party consumer dataset ever assembled in Australia — and Toyota's partnership provides context access to insights no media buy can generate.
Verifiable CSR & ESG Reporting
Return for a Cause provides Toyota with auditable, third-party-verified community and environmental impact data — precise cause funding amounts, verified container return volumes, and geographic distribution. Not estimated reach. Actual impact, reported to the dollar.
Long-Term Brand Equity Compounding
Traditional campaigns spike and fade. This partnership compounds. Every year of operation adds another layer of community trust, another cohort of Australians who associated Toyota with the best thing that happened to their local school or sporting club. That equity doesn't depreciate.
Sole Automotive Category Ownership
One vehicle brand. One vehicle model. Permanently embedded in the movement's identity. Competitors pay millions to be in the same conversation. Toyota, as founding partner, owns it. No bid process. No renewal risk. Locked in for the life of the initiative.
How this partnership delivers across Toyota's ESG framework
Environmental
Measurable reduction in litter and landfill diversion at national scale
Verified container return volumes tied directly to Toyota's partnership
Alignment with Australia's national 85% container return target
Auditable Scope 3 supply chain impact narrative
Social
$200M+ annually directed to community-nominated social causes
Hyper-local funding across schools, health, sport, and welfare
Indigenous program support nominated directly by First Nations participants
Regional community investment at a scale no single corporate program reaches
Governance
Third-party verified impact data — auditable, not estimated
Transparent community funding flows with participant-nominated beneficiaries
Consistent with Toyota Australia's stated Corporate Sponsorship Guidelines
Partnership structure aligned with Toyota's Sustainability Report commitments
The question isn't whether this delivers value for Toyota.
The question is whether Toyota Australia moves now — while the founding partner slot is open — or watches another brand claim the most significant community and environmental partnership in Australian automotive history. There is no second seat at this table.
One vehicle.
One chance.
The automotive partner slot is singular. One brand. One vehicle. For the life of Australia's Largest Ever Social & Environmental Impact Experiment. After the EOI phase closes, this opportunity closes with it — permanently.
01
Confidential Briefing
A 60-minute deep dive with the 10c Recycling Games founding team — full initiative walkthrough, partnership structure, CSR and ESG positioning, and the full scope of Toyota's role as the sole automotive founding partner.
02
The Partnership Model
We'll walk through exactly how Toyota's presence is embedded across the initiative — weekly vehicle prizes, event and activation presence, national media, and the community impact story Toyota puts its name on.
03
Founding Partner Terms
Lock in first-mover exclusivity as the sole automotive partner before the EOI phase closes. Founding terms are substantially more favourable than post-launch terms — and the slot is singular.
Ready to talk?
Reach out directly to the partnerships team to begin the confidential briefing process.
This proposal is strictly confidential and prepared exclusively for Toyota Motor Corporation Australia Limited. Unauthorised distribution is prohibited. The 10c Recycling Games is currently in EOI phase pending regulatory approval.
© 2026 10c Recycling Games. Confidential Partnership Proposal.
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